EXHIBITOR magazine conducted its 2010 Sales Lead Survey and discovered some interesting trends. They found that despite the oft quoted industry myth that 80 percent of leads never receive post-show follow-up, four out of 10 respondents report that upwards of 80 percent of the leads they collect at trade shows and events do receive follow-up communication.
In terms of lead qualification, only 34 percent of respondents have a formal lead-scoring or lead-ranking process designed to prioritize follow-up or gauge the potential value of each lead (the majority of those scoring/ranking procedures were developed jointly by the sales and marketing departments). And those leads are typically qualified during formal or informal conversations between staffers and attendees (only 18 percent use surveys to qualify leads). But despite the importance placed on those staffer/attendee conversations, nearly 20 percent of survey respondents fail to train their booth staffers on lead-qualification tactics.
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